Total Topics on Online Marketing: Are You Sure?

When it comes to digital marketing, there are so many acronyms, methods, and strategies that it can be hard to know where to begin.

Perhaps the most recognizable is PPC—which stands for Pay-per-click—a form of online marketing that involves paying per click on sponsored ads on search engines (Google, Bing, etc.). In basic PPC, you’re paying per click, and you’ll only earn commission when a user clicks on your ad.

Another digital marketing technique is SEO (Search Engine Optimization), which means “building healthy, organic traffic from the major search engines.” When a user searches for a product or service on a search engine, the website will appear on the results page based on its relevance to the search query. Each ranking position is called a “page rank,” and the higher the page rank, the more likely it is that a user will click on the link when it appears.

While PPC and SEO are both crucial to the health of your website, they are not the only tactics you need to know about. In fact, depending on your goals, you might need to implement several different strategies to achieve them.

Get To The Point

A good place to start would be with content marketing. Creating and curating high-quality, authoritative articles to attract, engage, and inspire customers is a great way to attract an audience, develop trust, and grow your business.

What is content marketing?

Simply put, content marketing is any type of advertising that doesn’t involve cost-per-click or cost-per-hour models. In a traditional PPC model, you’re paying for each click on your advertising link. In a content marketing model, you’re paying for each article or video that you post on your site.

This might sound like a lot of work, and it is! But you can’t underestimate the power of content marketing. Once you’ve established your blog, you’ll realize how easy it is to write high-quality articles on any topic. Plus, you have complete control over what you put out. When executed correctly, content marketing is extremely effective and can drive thousands of downloads, signups, and sales.

You also need to know about outbound marketing. This is the practice of getting your message out there to the world rather than just targeting potential customers on the internet. For instance, when a user browses the internet and sees your product or service featured on a reputable website, that’s considered outbound marketing. When they click on that link and make a purchase, you’ll earn a commission. However, this sometimes takes a lot of resources.

Marketing Mix

When it comes to digital marketing, there’s no one-size-fits-all approach. You need to create a strategy that’s suited to your business goals, resources, and budget. That means creating a “Marketing Mix,” which is basically a combination of the elements below.

On the low-cost end of the spectrum, you have SEM (Search Engine Marketing) or PPC, which we just discussed. For smaller businesses, this might be all you need. But if you’re looking for more sophisticated results, you need to opt for SEO, Content Marketing, and Outbound Marketing.

What are the essential components of an effective SEO strategy?

The first step is to identify the problems that your business is facing.

Thought leaders are highly ranked for a reason—they provide significant value to prospective customers by offering unique and authoritative advice on complex topics. However, the onerous task of seeking out expert opinions and compiling them into a useful guide can be difficult. Through inbound marketing, you can develop a core set of thought leaders, qualified leads, and experts who can further shape your digital marketing strategy.

Keyword Research

This is one of the most important aspects of any SEO strategy. When you have a clear idea of the problems your business is facing, you can create specific keyword lists that are suited to fixing those problems. For instance, if you’re facing poor website traffic, you might want to create a list of keywords that relates to “SEO.”

The better your keywords, the more you’ll rank for them. For instance, if you own a restaurant in Chicago, you might want to look into buying local keywords such as “restaurant chicago” or “pizza parlor Chicago.” Buying keywords related to your niche will also help you find forums where you can discuss your products and gain credibility.

Content Creation

The next step is to create content that will engage and excite potential customers.

There are countless tactics and methods for content creation. Below, we’ll discuss a few of the most effective ones.

Video Marketing

Thanks to the popularity of YouTube and the rise of TikTok, video marketing is a great way to reach an audience. Videos can be much more engaging than text-based content, which makes them perfect for brand awareness, product awareness, and SEO.

Additionally, videos can be quite a bit cheaper to produce than a lengthy blog post. The below example is a five-minute animated video that perfectly captures the essence of a product and solves a common problem:

  • Highly engaging
  • Engaging
  • Saves time
  • Cost-effective
  • Attractive

Above all else, videos allow for a perfect imitation of a live event through digital marketing. If you’re looking to raise brand awareness, product awareness, or have a general marketing message, videos are a great way to go.

Interactive Blog Articles

Blogs are a great place to share information and engage with prospective customers. However, blogs with an active community around them are even better.

The reason behind this is that blogs with interactive components such as commenting and social sharing attract and retain more visitors. In fact, the HubSpot Blog, which we’ll discuss in more detail below, encourages people to engage with their content through social media. This kind of content is a fantastic way to attract and retain customers.

The Role Of Analytics

Last but not least, we have analytics. Without proper analytics, it’s hard to know exactly what’s working and what’s not.

The below video from HubSpot provides a great overview of analytics and how they can be used to track the success of your marketing strategy:

  • Get a complete picture of your marketing efforts
  • Identify trends and patterns
  • Measure the impact of your campaigns

To start, you’ll want to set up automated analytic tools—they’ll help you define metrics, track results, and analyze ROI (return on investment). To learn more, check out this comprehensive guide from Google.

Final Takeaways

Above all else, make sure that you have a clear goal in mind when developing a digital marketing strategy. Are you looking to attract a certain type of audience or gain more customers?

The better you can answer this question, the better your strategy and the more effective your campaigns will be. With a clear goal in mind, you can develop a more targeted strategy that will help you better reach your audience. Ultimately, this leads to more conversions and higher ROI.